What is 'heritage'?

The word heritage is accompanied by the word marketing, which essentially means legacy marketing.

Specifically, this term is used to refer to all the marketing activities that leverage the historical heritage of the brand to strengthen its positioning in the market.

Furthermore, it is defined as a tool for competitive differentiation, which serves to distinguish a certain brand from all other competitors.

Heritage Marketing Strategies

Heritage strategies date back to the early 1960s.

There has been a shift from observation to practice of these by some classic brands.

The brand heritage is based on several important points:

• Create distinctive identity: The historical heritage of a brand is something unique and inimitable, that sets us apart from others.

Create trust: customers trust a company that has been on the market for a long time, because it conveys a message of stability and reliability;

Create engagement: the story of a brand succeeds in attracting the attention of many people, thus creating mass involvement.

Therefore, this marketing strategy aims to rediscover, for those who know the brand, the symbolic values of the company, aiming to create and consolidate its image and reputation.

Brand heritage

The term brand heritage refers to the historical legacy of a brand.

It is based on the advanced age of the company and its own history.

In fact, it stems from the brand's relationship with its customers.

The values of brand heritage are:

• The longevity of the brand;
• Brand reputation.

Thus, it represents a synthesis of all the brand's values with its positioning.